Cult Gaia 如何从花冠起家，成长为数百万美元的时尚品牌

BusinessStrategy The secret behind Cult Gaia’s cult following “Great brands are cult-like, uniting like-minded people in their aesthetic ideals.” By Nicole Kirichanskaya April 9, 2026 Text Size How does a brand that initially launched in 2012 with flower crowns transform into a multimillion-dollar enterprise with a thriving DTC presence and multiple flagship stores? Inside Retail connected with Asal Nazi, Cult Gaia’s chief financial officer, to delve into the answer. The cult following behind Cult Gaia Cult Gaia, for those who are unfamiliar with the brand, was founded by Los Angeles native Jasmin Larian Hekmat. If the name sounds familiar to you, it may be because she is the dshe is the daughter of Iranian-American businessman Isaac Larian, the founder and CEO of MGA Entertainment, a privately held toy company responsible for launching one of the industry’s best-known franchises, Bratz. Similar to the dolls, known for their “passion for fashion”, Hekmat has a love of design and details that would later help her create one of fashion’s most-buzzworthy brands, Cult Gaia. After graduating from the Fashion Institute of Technology in 2011, Hekmat designed and launched a line of flower crowns in 2012 that would shortly thereafter go viral, largely thanks to a little-known festival called Coachella. The Cult Gaia founder and CEO would hit upon virality again in 2016 with the launch of the brand’s first handbag, the Ark Bag. The fan-shaped, rattan clutch would soon be sported by many a celebrity and fashion influencer, including the likes of Beyoncé, Jessica Alba and Hailey Baldwin (who would go on to launch Rhode Beauty under her married name, Hailey Bieber). Soon enough, the bag hit such a point of popularity that it was being duped by one brand after another. While it is certainly any retailer’s nightmare to have one of its bestselling SKUs get duped, it also helped cement Cult Gaia’s status as a brand known for creating the hottest “it-girl” ac

资料参考：Inside Retail Asia